Budweiser recently introduced what they call the “Buddy Cup,” a pint beer glass with a built-in chip that automatically connects people on Facebook when they clink glasses with another “Buddy Cup” user.
The cup was developed by advertising agency Agencia Africa in partnership with Bolha, a digital innovation studio in Sao Paulo. The impetus for the idea is to create a virtual relationship between consumers and the product through social media marketing.
Buddy Cup’s promotional video features a montage of photos of men and women from the 1940′s to the present day clinking their Bud beer bottles and cans together. “For years, we’ve been making friends in the same way,” a male narrator announces in the company’s commercial.
“Now, toasting has received an upgrade. Budweiser presents: The Buddy Cup. A cup integrated with Facebook. When two people clink their cup they became friends. Each person that entered a Bud event would connect their Facebook profile with the cup’s chip.”
The video then shows a Bud drinker touching his smart phone to the Buddy Cup.
The announcer continues: “So, they just did the same as always — Went out drinking Bud and making new friends. Buddy Cup — the more Buds, the more friends.”
Fox reports Twitter responses regarding sharing contact details with the clink of a glass.
“This is a bad idea, @Budweiser,” writes ecarlson23. “I don’t want my drunk life posted all over facebook.”
Another user writes: “This is so wrong, in so many ways – Budweiser.”
“Innovation is in Budweiser’s DNA,” Sergio Gordilho, chief creative officer at Agencia Africa, told The Drum.
“Its platforms are constantly surprising consumers with the best there is in terms of premium experiences. The ‘Buddy Cup’ is another idea bringing the brand even closer to its consumers and opening new levels of interaction for them.”
The Drum concludes the goal of the “Buddy Cup” is to enhance brand activation and increase the interaction between Budweiser consumers attending the brand’s sponsored parties, concerts and festivals.
Anheuser-Busch was recently sued by consumers in three U.S. states for overstating the alcohol content in its Budweiser beer.
The complaints accused Anheuser-Busch of mislabeling the amount of alcohol in:
Bud Light Platinum
Bud Light Lime
Hurricane High Gravity Lager